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Sony Alpha 7 III

23rd March 2018

The Newest High Performance Mirrorless


As the cold winter weather wares on me, I look forward to escaping for a few days. My destination is the Wedding & Portrait Professional International Conference and Expo in warm (usually) Las Vegas. There photographers can attend any of several hundred seminars, classes, workshops covering the gamut of the photography world. I especially like the expo where I can seek out the makers of new equipment and accessories. And so for this article, you’ll see that I stopped at Sony to have a look at their upcoming A7 III mirrorless camera.

Sony is the leading maker of mirrorless cameras. Early on I was attracted to Sony’s NEX series owing to their compact size and weight. I now own three of Sony’s mirrorless APS-C sensor models. For the past two years, my walk-around “goto” is the Sony Alpha 6000 with which I’ve taken many tens of thousands of pix.

I’ve been holding off upgrading to a full frame, but Sony has been dangling some impressive features in their newer models. The A7 III is Sony’s latest iteration of full-framers and I had some hands-on at the WPPI Expo.


Pick up the camera and it’s lightweight (compared to full-frame DSLR) but solid. The body is made from a magnesium alloy and is sealed to keep out dirt and moisture. The handgrip is comfortable (I’m right handed) as I tested it with the 24-105mm G lens. I cozied up to the bright, crisp viewfinder. Although I was in a lower light indoor setting, the speed of autofocus seemed to be very snappy. I counted four customizable buttons – a plus for fast working in the field. There are also two convenient dials for changing shutter speed or aperture and a welcomed dedicated dial for exposure adjustment.


Among the A7 III’s impressive features are:

 

  • 24.2 MP full frame sensor with ISO from 100-51200
  • Bright 2.3MP electronic viewfinder
  • Advanced AF with 693 phase detection and 425 contrast points
  • “Eye AF” detects and focuses on subject’s eye
  • continuous shooting up to 10 frames per second
  • in camera 5-axis image stabilization
  • high capacity battery provides 700 shots per charge
  • dual SD card slots supports high speed UHS-II
  • tilting LCD screen with touch-screen capability
  • high resolution 4K HDR video

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    At the WPPI Expo, Sony rep David Rhodes demonstrated a new feature for me. Using your finger tip, you can use the touch screen to instantly change the focus point. The LCD screen also tilts up and down for easier viewing from different angles. While I wasn’t able to try it, the A7 III is capable of shooting 10 frames per second while maintaining autofocus.


    In the past, some critics pointed to the dearth of lenses for full-frame Sony mirrorless cameras. Sony has been rapidly developing and introducing new lenses and now has a decent stable of prime and zoom lenses – I counted about two dozen lenses.

    Additionally, Sigma recently announced the support the Sony full-frame mirrorless cameras. While they are not yet available, Sigma will be producing the following prime lenses for Sony E-mount cameras:

    14mm F1.8 DG HSM Art
    20mm F1.4 DG HSM Art
    24mm F1.4 DG HSM Art
    35mm F1.4 DG HSM Art
    50mm F1.4 DG HSM Art
    70mm F2.8 DG MACRO Art
    85mm F1.4 DG HSM Art
    105mm F1.4 DG HSM Art
    135mm F1.8 DG HSM Art


     

    The A7 III is on target for release about mid-April. The suggested price is $2200 with a 28-70mm lens. For more information and detailed specifications, please visit Sony A7 III.

    For more information about the upcoming Sigma lenses, please visit Sigma.


    After my hands-on test and after talking to the Sony rep David Rhodes, I’ve decided to pre-order the A7 III. The two features that pushed my decision are the speedy and more accurate autofocus, the 10 fps shooting capability and the availability of a larger selection of lenses. I look forward to its arrival – I’m told in a couple of weeks. Hopefully, I’ll have a review of the new equipment in the near future.

    Note from April 10, 2018: I just received delivery of the A7 III that I preordered a couple of weeks ago. I hope to have a review shortly.

     
     

    Written by: Arnie Lee
     
     

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